Yiran Xu.
Shedd Aquarium (concept)
Branding/Logotype Design
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I grow up by the sea, so I have visited aquariums a lot when I was little. For this project I choose to rebrand Shedd Aquarium. The core concept is movement, fresh, engaging and reflection. Shedd Aquarium has a long history of doing research and helping sea creatures. Their mission is "sparking compassion, curiosity and conservation for the aquatic animal world". For the design, I incorporated Shedd Aquarium's mission and vision and created a dynamic mark.
The line work mimics the movement of water, and it also represent the vitality of sea animals.
Light blue, as a color of compassion is chosen to mimic the color of the fish tank. By having the logotype and image interact with each other, it presents the concept of engaging.
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